Alberta Ferretti Launches "Pure Threads" with Emma Watson

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This week, designer Alberta Ferretti and actress Emma Watson presented the first in a series of stylish projects in which the brand will collaborate with environmentally-conscious celebrities to benefit green charities and eco-initiatives.

Dubbed "Pure Threads," the collection consists of five easy summer pieces—two dresses, a shirt, a maxi skirt and the perfect pair of denim cut-offs—all made from (and packaged in) eco-friendly materials. Each piece has a breezy Jane Birkin appeal as per Watson's retro design inspiration, with lace detailing and feminine embroideries woven throughout into each garment.

Proceeds will go to benefit the nonprofit organization, People Tree, a favorite charity of Watson's that works with manufacturing companies in developing nations to create low-impact garments. “I believe this is a big step forward for all of the international fashion industry," Watson told WWD. "But also an important step for an increased sensitivity to the problem of ecology.” We're always excited to welcome more eco-chic labels to the market—but we're particularly pleased that Hermione had a hand in designing this one.